IT-services should not only be considered from a tech- nical perspective, but should also be seen as commercial services that satisfy a consumer need. Examples include well-known services such as Internet access or content pro- visioning services. Typically, to satisfy a consumer need, a bundle of elementary services is required. In such a bun- dle, each elementary service can be offered by a different supplier. A key problem is then how to actually find service- bundles that satify consumer needs as close as possible. Be- cause IT-service bundles can be automatically provisioned online immediately after ordering, finding a service bundle satisfying a need should preferably also happen automati- cally. To this end, we propose the e3service ontology, which offers constructs from service marketing, but in a computa- tional way, such that automated reasoning support can be developed to match consumer needs with IT-services. This paper presents the e3service ontology and explains it by a case from the telecom industry.